The unveiling of Ford’s electric pick-up truck, the F-150 Lightning, in Australia has sparked excitement and scepticism among tradies and car enthusiasts alike.
With its classic American design reminiscent of the brand’s iconic gas-guzzling “yank tanks,” the Lightning is hoped to become the Australian tradie’s next best mate.
However, the hefty price tag of approximately $280,000 has left some in its target market scratching their heads.
Tradies reacted awkwardly this week to the staggering cost when 9 News reporter Abbey Geran presented them with the price tag.
One remarked, “I can think of a lot of better things to spend ($280,000) on though,” while another quipped, “That’s a bit spicy,” and yet another simply stated, “That’s ahh ridiculous.”
As News Corp’s motoring writers David McCowen and Richard Blackburn reported earlier this week, the F-150 Lightning is now available to local buyers through a third-party supplier, AusEV.
Converted to right-hand drive by Australian Manufacturing Queensland, the Lightning offers customers two options: a “standard range” model with about 400 kilometres of range for $224,990 plus on-road costs, or an “extended range” version for $254,990 plus on-roads.
Once optional extras and on-road costs are factored in, the drive-away price edges close to the eye-watering $280,000 mark.
Federal Climate Change and Energy Minister Chris Bowen, known for his advocacy of electric vehicles, famously tweeted a picture of himself with the Lightning in the United States back in 2022.
At the time, he took a swipe at Coalition claims that no electric utes were available in Australia, highlighting the popularity of the F-150 in America.
Nine reported the vehicle is already servicing some Australian mining fleets.
Despite Ford’s initial success with over 200,000 orders in its first year of production, actual sales have not met expectations.
Last year, the company sold just 24,165 Lightnings out of more than 700,000 total F-150 sales, leading to a significant loss in its electric vehicle business.
The company has since reduced production at its Michigan plant and redeployed staff to other areas of the business.
The Australian market’s reaction to the Lightning’s price has been met with disbelief on platforms like Reddit, with users questioning who would be willing to pay such exorbitant amounts.
Comparisons were drawn to the popularity of other high-priced utes like Ram’s TRX, indicating a potential niche market for customised vehicles among Aussie enthusiasts.
Despite the sticker shock, AusEV suggests that customers consider the electric ute’s comparatively low running costs.
With a cost of $2 per 100 kilometres to run, significantly less than petrol F-150 models, and five years of free servicing, the Lightning could potentially save customers up to $32,500 over five years.
Launched to widespread acclaim in the US in 2022, the Lightning boasts features, including a powerful motor, rapid acceleration, and ample towing capacity.
However, its towing range has been a point of contention, with tests revealing limitations when towing heavy loads.
The Lightning faces stiff competition from emerging rivals like the Rivian R1T and Tesla Cybertruck, further challenging its market position.